The new car smell isn’t for everyone. What is considered one of the most appeasing smells in the United States is hated in China. While many consumers in the United States and Europe thoroughly enjoy the new car smell, and will take steps to make sure that the scent sticks around, Chinese consumers detest the aroma. In fact, Chinese drivers hate the smell so much that Ford is taking steps in order to avoid losing customers in China.
Ford has tasked a special team of scent assessors with testing the pieces that go in to the interior of their vehicles. The team examines each piece, and if something smells off, it may go back to the factory. This team is serious, and they are tasked with an important job. If something gets through them that smells off, it has a high probability of deterring a buyer.
Most Chinese drivers share the belief that when the interior of a car smells, it can be harmful for their health. Even if the car smells “good” or “overly clean”, many of these drivers believe that these smells are chemical in nature. These consumers are becoming increasingly aware of their health, so they want to avoid anything that could be harmful to their health. In fact, for many, how the car smells is the most important concern when getting a new car.
To ensure that the assessors are on top of their game and don’t miss any of the poorly smelling pieces, they are no allowed to drink or smoke. Some of the assessors take further steps in order to retain their senses, including limiting what they consume and what clothes and products they wear. With the increase of scent testing, Ford hopes to eliminate the new car smell to appeal to Chinese drivers and their desires to have a scent free vehicle.
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